About Proper
Before soap became something squeezed from a plastic bottle, it was crafted slowly, naturally, and with purpose.
At Proper, we believe the traditional cold-process method remains one of the finest ways to create soap. By carefully transforming natural oils and butters into rich, nourishing bars, cold-process soap retains the goodness that modern detergents often strip away. The result is a gentle, long-lasting cleanser that works in harmony with skin—whether it's your own or your dog's.
It's a centuries-old craft, but today it feels more relevant than ever. As people seek simpler ingredients, less plastic, and products that genuinely care for skin health, we're proud to do things the Proper way: slowly, thoughtfully, and naturally.
Proper began with a simple question:
Why do we carefully choose products for our own skin and hair, yet expect one-size-fits-all products to work for our dogs?
Founded in New Zealand by Penny, an English-born Animal Biologist (BSc First Class Honours) and qualified Aromatherapist, Proper was born from a desire to create products that genuinely make a difference.
While humans can choose products tailored to dry skin, sensitive skin, curly hair, or oily hair, dogs are often treated as though every coat and skin type is the same. Yet every dog is different. Long coats, double coats, woolly coats, smooth coats and sensitive skin all have unique needs.
Drawing on her scientific background, Penny set out to create fur-specific dog soap bars that were safe, effective, and free from unnecessary ingredients. Many conventional pet products contain detergents, artificial fragrances, dyes, and additives that can irritate the skin. Proper took a simpler approach: carefully selected natural ingredients, formulated specifically for different coat and skin types.
The result was a range of dog bars designed to support healthy skin, clean coats, and comfortable dogs—without the extras they simply don't need.
As the Proper community grew, so did the vision.
Today, Proper creates handcrafted soap bars for both people and dogs. Our face bars, body bars, and fur-specific dog bars are all made with the same philosophy: simple ingredients, purposeful formulations, and nothing unnecessary.
We believe great soap doesn't need plastic bottles, harsh detergents, synthetic fillers, or long ingredient lists. It simply needs proper ingredients, thoughtfully combined.
Made the Proper Way
Every Proper bar is handcrafted using the traditional cold-process soap-making method.
Natural oils and butters are carefully blended with lye, creating a process known as saponification. During this transformation, the lye bonds completely with the oils, leaving behind a gentle, nourishing soap that cleanses effectively while helping to support healthy, balanced skin.
Unlike many commercial cleansers, cold-process soap naturally retains glycerin, a valuable humectant that helps attract moisture to the skin. The result is a rich, long-lasting bar that cleanses without stripping away the skin's natural protective barrier.
Each bar is made in small batches, hand cut, and slowly cured to ensure exceptional quality. Because we work with natural ingredients, every bar has its own unique character—slight variations in colour, texture, and scent are simply nature doing what it does best.
Our Promise
At Proper, we believe that what goes onto your skin—or your dog's skin—matters.
That's why every Proper bar is:
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Cold-process crafted
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Palm oil free
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Plastic free
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Animal friendly
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Made with minimal water
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Handmade in small batches in New Zealand
We create products that are kinder to skin, kinder to animals, and kinder to the planet.
The Proper Difference
Proper is about returning to the essentials.
Healthy skin. Healthy coats. Fewer irritants. Less plastic. Less waste. Better ingredients.
Whether you're washing muddy paws after an adventure, caring for your skin, or simply enjoying a daily shower, we believe every bar should do its job beautifully while leaving the world a little better than it found it.
Get Proper. Naturally.
Additives, Colourants & Scents
At Proper, we only use natural additives such as clays, botanical powders, ground roots, and spices. Every ingredient is selected for a purpose—whether that's supporting healthy skin and coats, improving the performance of the soap, or creating a naturally beautiful bar.
The skin is the largest organ of both humans and dogs, which is why we believe it deserves the very best nature has to offer. What you wash with matters.
Creating soap for dogs requires even greater care. Many oils, butters, fragrances, and additives commonly used in skincare products can be unsuitable for dogs. That's why every ingredient in the Proper dog range has been carefully researched and selected to ensure our bars are safe, gentle, and effective for dogs of all breeds and coat types.
A Proper soap bar delivers a deep, nourishing clean without relying on harsh detergents, synthetic colourants, or unnecessary fillers. We also promise never to use palm oil—even so-called "sustainable" palm oil—as we believe there are better alternatives that are kinder to wildlife, ecosystems, and the planet.
Sodium Lactate
One of the few functional additives we use is sodium lactate.
Despite its scientific name, sodium lactate is naturally derived from the fermentation of plant sugars, typically sourced from sugar beet or corn. It is biodegradable, naturally occurring, and widely used in natural skincare formulations.
In our cold-process soaps, sodium lactate helps create a harder, longer-lasting bar while also acting as a natural humectant, helping the skin retain moisture. The result is a bar that lasts longer, performs better, and leaves skin feeling soft and comfortable after washing.
Clays
Kaolin Clay
Kaolin clay is found in many of our bars and is one of the gentlest clays available.
It helps create a rich, creamy lather while gently lifting dirt, excess oils, and impurities from the skin without stripping away natural moisture. Naturally rich in silica, kaolin clay can also help improve the appearance and feel of our skin and for the dogs it leaves coats clean, soft, and healthy-looking.
Ghassoul Clay (Moroccan Clay)
Ghassoul clay is prized for its ability to cleanse while helping maintain softness.
Rich in naturally occurring minerals, this clay helps condition the skin and supports the distribution of nourishing oils throughout the fur. This makes it particularly beneficial for longer-coated breeds where softness, shine, and ease of brushing are important.
Red Brazilian Clay
Red Brazilian clay provides a beautiful natural colour while offering additional skin and coat benefits.
Rich in minerals, it helps gently cleanse the skin and coat while enhancing the natural shine and appearance of the fur (for the doggos!).
Activated Charcoal
Activated charcoal may create a striking black bar, but its benefits go far beyond appearance.
Known for its ability to bind to dirt, impurities, and excess oils, activated charcoal helps provide a deep yet gentle cleanse.
Like all Proper ingredients, it is included because it serves a purpose—not simply because it looks good.
SHIPPING POLICY
At Proper , we take pride in our efficient shipping methods and careful packaging to ensure your order reaches you in perfect condition. We offer transparent and competitive shipping costs, and your satisfaction is our priority.
We believe in clear and straightforward communication. If you have any questions about our shipping policy, please don't hesitate to reach out to us. Your trust and confidence in Proper mean everything to us.
OUR COMMITMENT
Proper is committed to providing exceptional customer care. We are dedicated to delivering the highest quality products and services, and we value every customer query. You can contact our store with any questions, feedback, or concerns, and our team will be delighted to assist you.
Protecting your privacy and ensuring your safety are fundamental to us. We strictly adhere to the best practices in handling and securing your personal information, and we utilize trusted payment methods to safeguard your transactions.
SECURE PAYMENTS
- Secure Online Payments
- Credit / Debit Cards